FOLK PERFORMING ARTS AS A DRIVER OF NATIONAL IMAGE AND TOURISM-RELATED ECONOMIC INTENTIONS

Folk performance art forms are a potent medium of cultural heritage through which tourism destinations convey their identity, authenticity, and culture. However, limited empirical investigations have been carried out on the effects of folk performing art exposure on the formation of National Image (NI) and its subsequent effect on tourism economic intentions. This research aims to investigate the influence of folk performing arts on NI and determine how these cultural experiences shape tourists’ intentions to visit, revisit, recommend destinations, and engage in tourism-related spending. Data are collected from 459 tourists exposed to folk performing arts using a structured Likert-scale questionnaire to capture Cultural Authenticity (CA), Performance Quality (PQ), NI, Recommendation Intention (RI), and Tourism Spending Intention (TSI). Partial Least Squares Structural Equation Modeling (PLS-SEM) is utilized to assess the measurement and structural models. The constructs are validated using exploratory factor analysis, composite reliability, average variance extracted, Cronbach’s alpha, and discriminant validity assessment, while bootstrapping is applied to determine the significance and confidence intervals of indirect relationships. This research specifically examines the direct influence of folk performing arts on NI and tourism-related economic intentions, as well as the mediating role of NI in this relationship. The findings indicated a statistically significant positive relationship between CA and NI, with a standardized path coefficient of β = 0.320 (p < 0.001). PQ also positively influenced NI, with β = 0.280 (p < 0.001). Overall, research indicate that authentic folk performances enhance NI and tourism intentions, thereby supporting cultural tourism development, destination branding, heritage preservation, and sustainable economic growth.